16 INTERVIEW Tim Probert – Editor, Personal Care Global
Ahead of in-cosmetics Latin America in São Paulo, Brazil late last month, editor Tim Probert spoke to Clariant global marketing and formulation manager for actives and natural origins Flavia Igreja, and South America marketing manager Diana Gaitan, to discuss regional trends and new formulations launched at the trade show
Tim Probert (TP): Is there much difference between Brazilian or Latin American beauty consumers and, say, European consumers in terms of product demand? Flavia Igreja (FI): Brazil, as you’ll know, is a tropical country with high humidity. With skincare, for
example, consumers really love to have light sensorial and dry touch. It’s a must-have when developing a product in our region. They need to absorb really quickly. Textures are also important.
Brazilian consumers tend to like gel products because of the refreshing effect when applying them.
Diana Gaitan (DG): In Latin America, we also like to use convenient formats. Make- up sticks and SPF
protection sticks are a trend. It’s also super important to have body care lotions that are quick to absorb. In Brazil, fragrance is also very
important in beauty products. Brazilians love to have strong fragrance in their personal care products – their shampoo, their body lotion - compared to other Latin American countries.
TP: What trends are you seeing in Latin America right now? DG: Across the Americas, we are seeing a strong move towards personalization and wellbeing in beauty routines. It’s not just about looking good, is about feeling great. It is very important to have specific products for the exact needs of your skin or your hair. Another important trend is
PERSONAL CARE October 2023
skinification of hair care because more people understand that the scalp is part of the skin. FI: As well as personalization and wellbeing, there is also a trend towards conscious beauty, where consumers look for products to consume in a meaningful way. They believe that the products need to have a positive reason to exist. So, they are now asking for
beauty brands to have more transparency, and to have a natural, social and sustainable impact. They want to buy from brands that relate to their values. Conscious beauty is a trend discussed in the market for a quite a while but now we see an evolution where customers are demanding to have formulations with a high amount of natural ingredients.
TP: Brazil is renowned for the variety and innovation of its hair care. What are the latest developments in this segment? FI: Hair care is very important in Brazil. We are seeing a lot of indie brands focus on the personalization trend with different types of products. Here in Brazil, we use several types of hair products, not only shampoo and conditioning. We have a lot of steps in our routine, especially for those with curly hair. DG: Many women will use a deep mask to condition their hair, maybe two or three times per week. Or maybe they will use a gel to maintain curly waves, or an oil to look more natural. There are a lot of products in Brazil and Central America to maintain hair hydration. There is also concern from
consumers about scalp care. They are increasingly aware that a healthy scalp means you are going to have healthy hair.
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TP: Are waterless hair products taking off in the region? DG: It’s increasingly important now. There is more focus on waterless products: waterless shampoo, waterless conditioner and waterless soap. This is not just because
conscious consumers want to take less water from the environment. In Brazil, we see some people are spending less time in the shower to reduce their energy costs and to save money.
TP: Have you seen any changes in the way people are buying and using product in the Latin America due to inflation? FI: It’s a price-sensitive market. In Latin America, we are always talking about the cost-benefit of products. People may buy expensive products but they need to see they will deliver great performance. Otherwise they’ll go to different brands. DG: The cost-benefit point is particularly important in Latin America for hair care. That is why some brands market their products
as multi-use that you can use in different ways. For example, this could be a hair mask that you also can use as a conditioner. You use the same product.
TP: Is this trend for products having multiple usages a new development? DG: Well, it is not new because we have always had a specific economical situation, but now some brands are taking the opportunity to push it more due to rising inflation.
TP: Are anti-pollution products becoming more popular? FI: We are seeing more anti- pollution claims about products. So, you may see sun care products that also protects from blue light or skincare products with anti- pollution claims to maximise the anti-ageing benefits. There are more claims that showcase that a product is multifunctional. Latin American consumers are
also becoming more conscious of the need to apply UV protection products, not just at the beach.
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